#### The Challenge

## Increase Ratings For Second Season Premiere of Cable Network’s Drama Series

A large cable network needed to promote the season premiere of a returning drama series. The network wanted to target viewers of two similar shows who may never have watched the returning series in order to increase ratings for the second season.

#### The Solution

## Create Lookalike Audience to Target With Two-Day Campaign

Simulmedia built a target audience of M18-49 who had watched at least one episode of either of two similar programs. Then Simulmedia used past viewing data about this target to predict the audience’s future viewing behavior.

##### Custom Target

Run a two-day campaign, targeting M18-49 who have watched at least one episode of either of the two ‘look-a-like’ programs.

##### Prediction

Analyze past viewing data of the client’s target audience and predict the audience’s future viewing behavior to optimize the campaign’s performance.

#### The Results

## Simulmedia Outperformed the Rest of the Cable Network’s TV Media

Simulmedia generated **83% more conversions than the other TV networks in the client’s plan**, driving 80K custom target viewers to the returning series’ season premiere.

135

K

Simulmedia converted over 135k M18-49 viewers to the season premiere.

80

K

Simulmedia converted over 80k custom target viewers to the season premiere.

$

0.74

Simulmedia had a cost per converted viewer of $0.74 for M18-49 and $1.24 for the custom target.

#### Additional Insights

## Measure Top-Converting Spots to Optimize Future Campaigns

Simulmedia measured the campaign’s performance down to the spot level to further optimize future campaigns. Top-converting spots included promos that ran during:

- **Oddities** on **Science Channel:** 32% conversion rate
- **Beyond Belief: Fact or Fiction** on **Chiller:** 28% conversion rate
- **Bar Rescue** on **Spike**: 19% conversion rate